You know those tiny bits of text across the web that you barely notice? Buttons that say “Learn More”, error messages that explain what went wrong, or those witty little loading screens that make you smile? That’s microcopy. And while it’s small in size, it’s huge in importance.
Let’s explore about the whys and wherefores of microcopy and its impact on UX.
Why microcopy matters
Good microcopy can guide users effortlessly, build trust, and even inject a little personality into a brand. Bad microcopy? It frustrates users, creates confusion, and can even send people clicking away for good.
Microcopy directly impacts everyone involved in crafting digital experiences – from copywriters and UX writers making sure the language is clear and engaging, to UX designers integrating it seamlessly into the user interface.
This type of copy isn’t just about getting the words right, it’s about understanding the user journey and creating moments that guide, reassure, and empower said users. When you master microcopy, you’re making sure that every interaction feels intuitive and purposeful.
The general principles of effective microcopy
Keep it clear
Microcopy is all about helping users get where they need to go. If it’s unclear, users won’t stick around. Keep it simple, to the point, and easy to understand. Skip the jargon. Be as direct as possible.
❌ A bad example: “Form submission failed. Ensure all fields are correctly completed.”
✔️ A good example: “Looks like you missed the email field. Please fill it in to continue.”
Keep it consistent
Consistency makes everything easier. Stick to the same tone, words, and style across your site, so users always know what to expect. If you say “Continue” on one page, don’t switch to “Next” on the next page.
❌ A bad example: “Continue” here, “Next” there, “Proceed” elsewhere.
✔️ A good example: “Continue”, in all instances.
Be human and helpful
No one likes talking to a robot. Microcopy should sound friendly, helpful, and, when appropriate, even a little bit fun. Show some empathy, your users will appreciate it, especially when something goes wrong.
❌ A bad example: “Search returned no results.”
✔️ A good example: “We couldn’t find what you were looking for. Try a different keyword or check the spelling.”
Opt for action first
Microcopy is there to guide people through the next step. Tell them exactly what to do and what will happen when they do it. Where possible, start pieces of copy with action verbs that make it clear what users should do next.
❌ A bad example: “The form needs filling out before you proceed.”
✔️ A good example: “Complete the form to receive your free guide.”
Be brief, but impactful
Microcopy should ideally be short and sweet. When possible, get to the point fast, but make sure it’s still helpful. Cut the fluff and focus on what users need to know.
❌ A bad example: “Your payment details have been successfully processed.”
✔️ A good example: “Payment received. You’re all set!”
Use positive framing
Microcopy doesn’t just guide users, it also sets the tone for their experience. Where possible, use positive framing to keep things encouraging and solution focused. Negative framing can make users feel stuck, frustrated, or even like they are at fault.
❌ A bad example: “This feature is unavailable because you haven’t upgraded your account.”
✔️ A good example: “Unlock this feature by upgrading your account.”
Design makes a difference
Microcopy doesn’t exist in a vacuum, it needs to work with your design. The layout, buttons, and icons you use should all support the text to make the experience as smooth and easy as possible. Keep your copy and design in sync so they’re both easy to interact with. Also, keep accessibility in mind.
❌ A bad example: A long, hard-to-read error message with tiny text, no space, and poor contrast. It’s easy to miss and frustrating to decipher.
✔️ A good example: A short, clear message with large text, plenty of space, and a helpful icon. High contrast makes it easy to read and impossible to miss.
Special focus areas
Now that we’ve covered the foundational principles, let’s see how they apply to three critical touchpoints.
Error messages
Error messages are often the make-or-break moment in a user’s journey. Get them wrong, and you risk frustrating users or driving them away entirely. The best error messages not only explain what went wrong but also guide users toward a solution.
❌ A bad example: “Payment failed.”
This is cold, vague, and leaves the user unsure of what to do next.
✔️ A good example:
“Your card was declined. Check your details or try another payment method.”
This explains the issue clearly and offers actionable next steps.
Call-to-action buttons
Call-to-action (CTA) buttons are some of the most visible pieces of microcopy, and they’re vital for driving conversions. Instead of generic CTAs like “Submit” or “Sign Up,” use language that conveys a benefit or outcome to the user.
❌ A bad example: “Sign Up”
This is generic and doesn’t communicate value.
✔️ A good example: “Start Your Free Trial”
This version is benefit-driven, telling users exactly what they’ll get by clicking.
Onboarding instructions:
First impressions matter. Onboarding is your chance to make sure users feel confident and comfortable navigating your product or service. Clear, concise, step-by-step instructions help users get started quickly without confusion.
❌ A bad example: “Upload your profile information to continue.”
This is vague and doesn’t specify what’s required or why.
✔️ A good example: “Upload a profile photo to personalise your account. This helps others recognise you.”
This guides the user with a specific action while explaining the benefit of doing so.
Need help mastering the art of microcopy?
Our expert UX copywriters at Elixirr Digital know how to make every word count.
Get in touch today to elevate your digital experience with clear, engaging, and user-focused copy that drives results.